That's because they're taught to value the card, rather than the knowledge and skills that it implies.
The industry has evolved around those cards. The agencies havd a guarateed market. Everyone who wants access to diving through shops or resorts owned by agency members (most of them?) MUST have one of those cards to gain that access. People are willing to pay for the access even if they don't care anything about the training.
Since the diver gets the access he/she paid for, they simply don't require quality training. I think you see that right here in this thread (and many others) also."
Thinking back to when I started diving, I dives for several years prior to being certified. I thought taking a class to swim and breath was the silliest thing I had ever heard of. I eventually baught a card for more access.
I've said it before, if it were up to me we would all cut up every card we possess on the count of three. Without the cards, training would have to stand on it's own merit and it just wouldn't sell if the market didn't see value in it. All those people in this thread who baught an AOW card for access and admit that they didn't learn much would just skip that class. The agency wouldn't have a product until they did a little more work.
Someone complained that GUE cards expire. Who cares ... what you learn in the class doesn't.
I think that was me. As much as I admire about GUE, I completely disagree with the expiring card. All a card is(or should be), is a certificate of completion. I'm glad my college degree doesn't expire and I don't think it should. I think that GUE's policy on this only serves to reinforce this c-card nonsense with the diver always tied to the agency and dependant on having their permission. In this one regard, I think GUE is part of the problem.
Choosing a class because it's quick, easy and cheap is a form of masturbation ... it's fun while you're doing it, but in reality you're just screwing yourself.
I disagree only because what's really being marketed here is the access. Purchasing that access is exactly what is required. There isn't anything on the other side of the equal sign. A potential diver has no reason to shop for anything else and isn't likely to find it if they do.
Ultimately it's up to the student ... the agencies provide the services that their customers demand. Instructors can only affect how their own classes are presented ...
... Bob (Grateful Diver)
I would agree that it's up to the student if there were visable options that they could compare. There aren't. go to a city like Chicago where there are a bunch of shops and check out a handful. See what the difference between one class and another is. Most of them are teaching the same class, regardless of agency but most are going to be PADI, and it makes very little difference which one you pick. Go to a busy dive site like a midwest quarry where you can watch many different classes in a single day and see how much difference there is between them. It's all the same stuff. As a practical matter, there are no options. There is a fairly small price spread and some scheduling options. The training is all the same.
We don't know if quality training at an appropriate price that was marketed as a completely different product would sell because it hasn't been tried. Well in a way it has. For a while there (maybe still) DIRF courses were going on all over the place around here. All these people are spending $300 plus their share of the instructors expenses for a two day work shop. I had trouble getting $300 for a PADI OW class that I had a full 40 hours into and I had to EAT my expenses, supply gear, rent a pool and buy student materials.
I miss teaching but if I ever go back to it PADI's name will NOT be on my class. The market will be able to compare the results of my classes against the results of PADI classes as apposed to PADI getting credit for MY work.
How can you compete with the shop down the street when the better you do, the better the agency looks and that other guy is selling the same product? You can't. Your back to forcing people to look at price and scheduling.